“We are committed to delivering savings and value to our customers on every level,” said Benny L. Smith, manager of external communications at Food Lion, Salisbury, NC. “With the recent surge in smartphone usage and the expected increase in usage in 2011, we feel it is imperative that we offer customers a way to access our weekly MVP sales, recipes and shopping lists via mobile phones.

“Ninety-one percent of Americans use cell phones and five billion text messages are sent per day,” he said. “Smartphones are becoming more affordable and usage is expected to exceed that of feature phones in 2011.

“By offering a mobile app, we put the power in the hands of our customers, allowing them to connect with us at their convenience – before, during, or after their shopping trips.”

Food Lion operates more than 1,300 supermarkets, either directly or through affiliated entities, under the names of Food Lion, Bloom, Harveys or Reid’s.

Mobile incentives
Users can view specials, create their lists by adding or removing items and access up-to-date store information such as hours and contact information.

Additionally, customers who are not part of the MVP loyalty program can sign up for it via the application.

Consumers can save their profile for access at anytime.

“Now through Dec. 27, we are offering sweepstakes entries to anyone who downloads the app and creates a profile using the app,” Mr. Smith said. “Entrants will be eligible to win one of seven prize packages including an iPod touch, a $40 Food Lion Gift Card, and a $10 iTunes Gift Card.

“We are promoting the app on Food Lion.com and through our weekly email newsletter, Shoppers Companion,” he said. “We will continue promoting the app through additional channels in 2011.”

ExtensionsFood Lion is looking to extend to other platforms although the company did not share details on when those applications will be released.

“Customers can join the Food Lion Mobile Club by texting the keyword CLUBFL to the short code 467467,” Mr. Smith said. “We will continue to optimize the functionality of the current iPhone app with regular releases and updates.